Strategie comercială B2B pentru creștere predictibilă → AI GTM

Flying the flag
* discover the most
valuable nation brands

Actualizare 2026 ↓ De la Nation Branding la Category Ownership

În 2016 întrebarea era cum poate România să transforme valoarea culturală, economică și umană pe care o creează în valoare de brand pe care o poate captura. Zece ani mai târziu, problema poate fi formulată mai precis: România nu duce lipsă de valoare. Pierde valoare atunci când piața nu o percepe, când activele sale sunt fragmentate și când categoriile în care concurează sunt definite de alții.

Aceeași diferență apare astăzi în diagnosticul companiilor românești: valoare creată ≠ valoare percepută. Auditul nu mai începe cu promovarea, ci cu întrebarea fundamentală: ce vede și ce înțelege piața înaintea primei conversații? → Audit Marketing → Valoare Creată vs. Percepută.

La nivel de țară, consecința este mai mare. Dacă România produce competență, produse, patrimoniu și proprietate intelectuală, dar intră în categoriile construite și deținute de alții, o parte importantă din valoare este capturată în exterior. Evoluția de la Nation Branding → poziționare → Category Ownership mută obiectivul de la promovarea României la construirea unor categorii pe care România le poate deține → Category Ownership România.

13.000 de ani de continuitate ↓ Cuina Turcului → Brâncuși → UNRIVALS

Un exemplu al acestei logici este chiar rombul. De la Cuina Turcului, acum aproximativ 13.000 de ani, la modulul Coloanei Infinitului lui Brâncuși și până la identitatea UNRIVALS, aceeași geometrie poate fi citită nu ca ornament, ci ca semn al continuității. Valoarea nu este inventată prin branding. Există deja. Rolul brandingului strategic este să o identifice, să o organizeze și să o transforme într-o asociere pe care piața o poate recunoaște și pe care concurența nu o poate reproduce credibil.

De la simbol la poziționare. De la poziționare la categorie. De la categorie la proprietate. → Rombul în branding: de la Cuina Turcului la Brâncuși.

The BrandFinance® Nation Brands measures the strength and value of the nation brands of leading countries using a method based on the royalty relief mechanism that Brand Finance uses to value the world’s largest companies. The report provides each nation brand with a measure of its brand strength and a valuation of its brand value.

David Haigh CEO Brand Finance plc ‘ A strong brand has become a defining feature of success in the current economic climate. Worldwide hyper competition for business, combined with an increasingly cluttered media environment, means that the clear message carried by a properly managed brand can provide the crucial leverage needed to thrive. The financial uplift provided to a product or corporation from a strong brand is well known, and companies invest heavily in protecting their brands. Nations can adopt similar techniques to capitalise on the economic growth that comes with proper positioning of a nation brand. All nations should be working to actively realise this potential.’

Impact™ Framework
* 4 segments

The Brand Finance Nation Brand Impact™ Framework Identifies the 4 segments that enable countries to identify, build and unlock the potential economic value within their nation brand.These 4 segments each have a crucial role to play in leveraging and improving a Nation Brand’s ability to enhance GDP growth.

TourismC.

A. Investment B.

Products & Services D. People & Skills

A. Investment

Encourage local commerce to invest domestically as opposed to investing overseas. Attract Foreign Direct Investment (FDI), including business relocation.

B. Tourism

Encourage citizens to explore domestic destinations rather than vacationing abroad. Promote the nation to foreign tourists and conference delegates.

C. Products & Services

Encourage citizens to buy locally-made products and services i.e. reduce imports. Promote nation’s products and services to international markets i.e. increase exports.

D. People & Skills

Encourage citizens to study and work locally, rather than going overseas i.e. avoid “brain drain”. Encourage foreign students and skilled workers to come to study and work in the country.

Winners vs Losers [ % brand value change ] NATION BRAND VALUE growth continues to outstrip GDP recovery, with a 13% rise in the total brand value of the top 100. The US and China are responsible for much of this growth. The world’s number 1 and number 2 nation brands have grown in value by 23% and 26% respectively, with China also improving its BSI brand rating (now AA-). The US continues to dominate the table, with a nation brand value greater than the total for China, Germany, the UK, Japan and France combined though the current congressional deadlock, government shutdown and looming debt ceiling are significant threats. Switzerland has just edged ahead of Singapore to become the world’s strongest nation brand, topping the Brand Strength Index (BSI) with a score of 76. The country has also moved up a place to become the world’s 14th most valuable brand, though brand value growth has been a relatively modest 9%. The UK has performed well Brand Britain is now the world’s 4th most valuable having pushed Japan into 5th. Brand Japan has suffered an 11% drop in value as the country continues to recover from the fallout of the tsunami and the Fukushima nuclear plant, whilst facing stiff competition from growing high-tech exporting nations such as South Korea. In contrast Britain has grown 8%. Though relatively modest, this represents a strong performance for a developed and in particular an EU country. The UK has benefitted from last year’s high profile events, in particular the Olympics and the Diamond Jubilee, but also from the hugely successful ‘GREAT’ campaign which will be explored in greater depth in this report. Other success stories include Ireland (brand value growth of 35%), Turkey (41%), Sri Lanka (46%), Kazakhstan (37%), Australia (32%) and New Zealand (36%). Sri Lanka is continuing to build on the stability and confidence brought about by the ‘peace dividend’. It is the top mover in the ‘Tourism’ input Nation Brand ImpactTM framework, rising 18 points. Turkey has performed well across all four inputs; ‘Tourism’, ‘People & Skills’, ‘Goods & Services’ and ‘Investment’ as despite some unrest over social policies, Recep Tayyip Erdoğan’s government continues to deliver economically. Ireland, one of the countries worstaffected by the global financial crisis, has turned a corner, with international businesses continuing to invest, attracted by a skilled, English-speaking workforce and a favourable tax regime. This is reflected in a six point improvement in Ireleand’s ‘Investment’ score and 5 point improvement for ‘People & Skills’. The BrandFinance® Nation Brands 100 shows the remarkable value that nation brands can add to a country across the 4 segments of interest to governments, exporters, and business leaders. It is based on the rigorous analysis that Brand Finance plc brings to investigating the drivers of lasting brand value.

Case Study GREAT Britain Campaign
+8% brand value change
* +165 USDbn

ROMania * -36 USDbn
-23% brand value change

The UK has also performed well though, thanks in large part to what is fast becoming recognised as a gold standard in nation branding. The GREAT Britain campaign was devised to make the most of this opportunity, highlighting the UK’s strengths in all key areas of nation branding; products & services, investment, talent and tourism. Within the UK Government, the campaign is the responsibility of Maria Miller, the Secretary of State at the Department of Culture, Media and Sport.

Total additional sales * $49.6 bnTotal new jobs created * 89,042

Total jobs safeguarded * 123,775

Total business assisted * 29,230

-36 USDbn / year

“Aceasta este România, singura ţară din lume unde femeile au dreptul legal să se căsătorească cu 4 bărbaţi în acelaşi timp.” Nadia Comăneci“Descoperă România, ţara unde oamenii călăresc zebre.” Ilie Năstase“Vino în România, peştii cresc în copaci.” Gheorghe Hagi

ROMANIA OLD EUROPE

Blue Ocean Strategy Positioning
& Brand Equity Route
* +36 USDbn / year

Click to tweet: Flying the flag, discover the most valuable #nation #brands * how to create 89,042 new jobs #BlueOceanStrategy

Etichete: Blue Ocean Strategy, Brandul de ţară R⊕Mânia, reBranding

Wednesday 9th September 2026 © B2B STRATEGY™